What is PPC? How does it work? The entire goal behind pay-per-click, or PPC, advertising is to get consumers to click on an advertisement set in Google to convert said customers into purchases or leads. 

How PPC works

PPC falls under two different types of SEO strategies. They are Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Search Engine Marketing works directly alongside Search Engine Optimization or independently depending on the overarching strategy that will be set in place. 

Despite the number of ad blockers, security, and privacy issues on the rise, 90 percent of internet users see Google Display ads. If you want to talk efficiency in the overall marketing campaign, Google is still one of the most common advertising platforms for companies. 

A Dallas search engine marketing expert will work on optimizing your advertisement based on keywords and SEM strategies set in place. Once these are optimized and set into place, a landing page will be created to ensure that proper analytics are tracked and ROI will be clear and concise. 

If the advertisement is sent to an already existing service or product page on the website, it can misconstrue the results due to the inability to see how many consumers finished the final action in their journey from ads or organic traffic. 

Why is this all important? It’s because an ad always needs a headline, description, and URL to go to. Without all of these components working together, your PPC ad can fail. 

When a Dallas search engine marketing expert handles all of your PPC advertisements this expert will be searching for the best keywords, copy to add to the advertisement, and the lowest price while winning the top three spots for that advertisement. 

For companies who are selling seasonal clothing, if consumers were to search for “cute fall clothes” the results that populate are based on a number of factors and criteria set in place, but as one can see, the ads are populating first. 

Research from WordLead shows that 65 percent of consumers click on ads when making their purchases. When a consumer clicks on one of these top four results, the company will be charged the amount of money set in place by Google. 

The average cost per click (CPC)  is dependent on the industry. There are several different industries our Dallas search engine marketing experts notice have higher CPC than others. 

Yes, even if a customer clicks on the link, but does not end up converting, the cost will be implemented into the budget set in place. 

It is equally important to touch on the fact of maintaining and managing PPC advertising. While budgets are set in place, the advertising budget itself can get used too much one day based on changes in their SERP. 

Benefits of PPC 

Companies prefer to use PPC ads because they are quick wins that generate easily trackable and measurable ROIs for that business. These are the seven benefits of PPC: 

• Increase in website traffic 

• Cost is lower 

• PPC ads are easy for experts to make

• There is real-time data 

• It can be tracked and measured

• Can be shared across several social media platforms

• Produces a quick ROI 

These benefits are the main seven as to why companies invest their marketing dollars into advertising on Google. The best part is that these advertisements can be used in conjunction with SEO efforts. While it will not increase ranking, it will provide a powerhouse for marketing. 

Why isn’t your current ad working?

There are several reasons why a PPC ad could not work from not scheduling your ads for the correct times to using the wrong keywords. 

Our Dallas search engine marketing experts state that keywords are the most important part of the ad. If there is not the correct keyword then there is the possibility of the ad not working.

If you picked “fall clothes,” this might be too broad of a term to use. An expert might notice that “fall clothes,” has a high search volume, but extremely high competition as well, so the next step is to find one with a high volume but low competition!

If a company continues to notice that their PPC ads are not performing, it might be time to call the professionals! Let the Dallas search engine marketing expert handle all of the digital marketing so you can focus on your business!